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A Digital Model Assessing the Impact of Customer Experience on Profits
Horodetskyi M. A.

Horodetskyi, Mykhailo A. (2020) “A Digital Model Assessing the Impact of Customer Experience on Profits.” Business Inform 7:331–338.
https://doi.org/10.32983/2222-4459-2020-7-331-338

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 2

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UDC 004:658.155.4(043.3)

Abstract:
Today, the quality of service is a critical factor in business success. According to researches, quality service significantly increases the level of loyalty of consumers and their desire to pay, which in turn affects the level of sales and profitability of the company. Poor service leads to loss of both the customers and the company share in the market. The conception of customer-based service means the additional value of the product for the client in the form of a service, which also provides for the service in the usage and possession of a product. Formation of such value belongs to the functions of marketing. Provided that the demand for the product is formed, the company forms the usefulness of time and place, which provides logistics service, delivery of the product to the client at a certain time and a certain place, which ensures spatial and temporal materialization of demand. Numerous studies show a positive direct link between automation of processes of the customer relationship management, which ultimately provides control over non-financial performance indicators of interaction with buyers. It is determined that a client-oriented approach is a type of interaction with the buyer, which provides additional profit and flow of customers due to a deep understanding and satisfaction of their needs. Client-orientedness involves the introduction of the conception of customer relationship management (CRM). The article determines that the implementation of a CRM system is part of automation of the conception of the client-oriented approach to doing business. CRM is a business strategy that focuses on understanding and managing the needs of potential customers. This allows to draw the main conclusion: introduction of both the conception of client experience and the standards of customer service requires effective control, the instrument of which is a CRM system, which ensures the measurement of customer loyalty on the basis of the digital business model laid down in its basis.

Keywords: client experience, client-oriented approach, CRM system, conception of customer relations, loyalty.

Tabl.: 2. Bibl.: 20.

Horodetskyi Mykhailo A. – Postgraduate Student, Department of Economics and Management, State University of Infrastructure and Technologies (of. 19, 9 Kyrylivska Str., Kyiv, 04071, Ukraine)
Email: [email protected]

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